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As we approach the 2024 presidential election, understanding the voting trends and interests of different age groups has never been more crucial.
Our market research study delves into the perspectives of various demographics, with a particular focus on the younger generations, including Gen Z and young Millennials. Through our comprehensive survey, which gathered responses from hundreds participants across the United States, we aim to uncover the unique concerns and priorities that drive these voters.
The insights gained from this research are invaluable for marketers, businesses, and brands looking to connect with young voters and encourage their participation in the electoral process. By aligning with the issues that matter most to this demographic, such as climate change, economic inequality, and healthcare, brands can play a pivotal role in mobilizing Gen Z and young Millennials to make their voices heard at the polls.
We explored the perspectives of different age groups on the upcoming election, focusing particularly on the younger generations. Our survey reached a diverse range of participants, with a total of 336 respondents across various age categories.
The largest group surveyed was the 18-34 age bracket, this group represents a critical demographic whose voices are increasingly influential in shaping political outcomes.
The 35-54 age group demographic provided valuable insights into the perspectives of mid-career individuals and their electoral priorities.
Finally, the 55+ age group offers an important perspective on the election from more experienced voters.
By analyzing the responses from these varied age groups, we aim to uncover the unique concerns, priorities, and expectations each demographic holds regarding the upcoming election. This comprehensive understanding will help illuminate how different generations are poised to influence the political landscape.
The 18-34 age group stands out as the most racially diverse among the surveyed demographics, offering a broader and more inclusive perspective on societal issues, including the upcoming election.
Image: Graph of Respondent Racial Demographics (Copper, 2024).
This group comprises 55.7% White, 23.8% Black or African American, 2.4% American Indian or Alaska Native, 7.1% Asian, 1.9% Native Hawaiian or Other Pacific Islander, 11.9% from some other race, and 5.7% identifying as two or more races. This diversity reflects broader national trends, as highlighted by the 2020 Census, which underscores the increasing racial and ethnic diversity among younger generations.
The varied backgrounds within this age group suggest they are likely to bring a well-rounded and multifaceted perspective to the electoral process, informed by a wide array of cultural experiences and viewpoints. This diversity not only enriches their understanding of political issues but also positions them as a pivotal force in shaping future societal and political landscapes (Frey, 2016).
The 18-34 age group demonstrates significant geographic diversity, with respondents spread across various regions of the United States. In this group, 34.9% reside in the Northeast, 16.3% in the Midwest, 32.5% in the South, and 16.3% in the West. This varied distribution across regions suggests that the 18-34 demographic brings a wide range of local perspectives and cultural influences to their viewpoints, making them a crucial segment for brands to understand and engage with.
Image: Graph of Respondent Location Demographics (Copper, 2024).
For brands, this geographic diversity means that marketing strategies should be tailored to reflect regional preferences and cultural nuances, ensuring that messaging resonates with this dynamic and influential group. By acknowledging and leveraging the regional differences within the 18-34 age group, brands can create more personalized and effective campaigns that appeal to the unique characteristics of young consumers across the country.
The aforementioned demographics presents both challenges and opportunities for engaging this demographic in voting.
This varied distribution means that young voters come from a wide range of cultural and socio-economic backgrounds, which can influence their political priorities and engagement levels.
For brands and political campaigns aiming to engage this group, it is crucial to tailor messaging and outreach efforts to reflect regional differences and address specific local issues that resonate with young voters.
According to research, young people are more likely to vote when they feel informed and supported, and when the issues on the ballot align with their interests and daily lives (Circle, 2024; News Decoder, 2024). By leveraging this geographic diversity and focusing on localized engagement strategies, campaigns can better connect with young voters, encouraging higher turnout and fostering a sense of empowerment and representation in the electoral process.
Generation Z and Young Millennials, encompassing individuals aged 18-34, presents a unique challenge and opportunity for political engagement compared to older generations. According to the data, only 29.4% of this group is certain they will vote, a stark contrast to the 56.8% of 35-54-year-olds and 53.5% of those aged 55 and above who are definite about voting. This indicates a significant gap in voter certainty among Gen Z and Young Millennials, highlighting the importance of targeted engagement strategies.
Image: Graph of Respondent Voting Likelihood (Copper, 2024).
Engaging Gen Z is crucial because they represent a growing portion of the electorate with distinct perspectives shaped by their diverse backgrounds and experiences. To effectively engage this demographic, campaigns and organizations must meet them where they are, primarily on digital platforms, and address the issues they care about, such as climate change, social justice, and economic inequality. Providing clear, accessible information about candidates and policies, and fostering a sense of community and empowerment around voting, can help increase their participation.
Engaging Gen Z is not only vital for immediate electoral outcomes but also for nurturing a lifelong habit of civic involvement, ensuring their voices continue to shape the political landscape.
To effectively engage the 18-34 age group and encourage them to vote, it is essential to connect with them on the issues they are most passionate about.
This demographic shows strong concern for women’s health and abortion rights, with 40.3% prioritizing this issue, reflecting their commitment to reproductive rights and gender equality.
Economic factors also weigh heavily, with 37.2% concerned about inflation and the economy and 27.7% focused on economic inequality, indicating that financial stability and fairness are key motivators.
Climate change is another significant concern, with 28.8% of respondents prioritizing it, highlighting the importance of environmental sustainability to this generation.
Additionally, issues like arms and gun control (36.6%), healthcare and mental health (38.2%), and education (33.5%) resonate strongly, showing their desire for safety, well-being, and access to quality education.
By addressing these concerns and demonstrating how voting can influence these areas, campaigns can effectively mobilize Gen Z and young millennials, fostering a sense of agency and urgency in their participation in the electoral process.
Engaging Gen Z and young Millennials in the voting process is not just a matter of civic duty; it is an opportunity for brands and businesses to connect with a dynamic and influential segment of the population.
Our research highlights the diverse concerns and motivations of this age group, emphasizing the importance of targeted and authentic engagement strategies. By addressing the issues that resonate with young voters and leveraging digital platforms to reach them effectively, brands can foster a sense of empowerment and community among these potential voters.
As Gen Z continues to grow as a significant force in the electorate, their participation in the 2024 election and beyond will shape the political landscape in profound ways. Encouraging their involvement is crucial for building a more representative and responsive democracy, and it presents a unique opportunity for brands to align with the values and aspirations of the next generation.
Want to understand Generation Z better? Explore our blog for in-depth insights into this vibrant community of young consumers.
Our mobile-first technology enables Copper to gather comprehensive quantitative and qualitative data and gain invaluable insights. Whether you're a senior marketer, customer insights professional, or a brand strategist, we can help you and your brand connect more effectively with Gen Z.
Contact us today to learn more.
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